Advanced Television

Adobe unveils Primetime, MediaWeaver

November 16, 2012

Adobe Systems has unveiled major new components of Project Primetime, its fully integrated video technology platform that publishes and monetises broadcast TV content across any Web-connected device. Adobe MediaWeaver, Adobe’s new ad insertion service, dynamically places ads into content to maximise revenue. This new offering delivers a viewing experience that mirrors broadcast TV while also supporting audience targeting and analytics to increase media inventory value. Adobe also introduced Primetime Media Player, a technology that allows TV content owners and distributors to maximise audience reach and ensure that all experiences are immediately monetisable through seamless ad insertion and analytics.

Along with these new components, the company announced the availability of the beta version of the full Primetime solution. The platform tightly integrates Adobe’s video publishing, advertising and data solutions to ensure TV content owners and distributors can maximise the value of their content with the broadest audience reach, seamless HD video playback, and fully optimised content and ad delivery across any Web-connected device. Content owners can easily deploy individual components of Primetime to fit their infrastructure needs or let the full solution handle the entire workflow.

“Adobe is uniquely positioned to help drive a major industry transformation with Project Primetime. The introduction of Adobe MediaWeaver and Primetime Media Player mark a significant step in making broadcast TV content and ads work seamlessly online as more content is consumed across devices. This is a massive opportunity for the industry, and we are working closely with leading TV content owners and distributors to better deliver and monetise broadcast content across all major platforms,” commented Jeremy Helfand, vice president of monetization, Adobe.

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